Cigna Healthcare Hong Kong is debunking misconceptions surrounding health insurance among Hongkongers with a digital-led campaign to engage the public on health insurance.
The campaign rides on findings of a study by the Hong Kong Insurance Authority in 2022, which showed that Hong Kong consumers have moderate insurance literacy. The study also found Hong Kong consumers have limited knowledge of protection and exposure needs.
The survey also found that 72% of respondents often relied on advice and experience drawn from family members or friends when contemplating acquiring insurance. Around 20% of the respondents read neither policy details nor brochures.
Running from 16 September until mid-October, the innovative “living” campaign aims to educate the public on health insurance and generate continuous content that evolves around customers’ needs.
Targeting mass audiences aged between 18 and 45, the campaign also aims to promote healthcare literacy in Hong Kong and strengthen Cigna Healthcare Hong Kong’s leadership in the health insurance market, by sharing essential health information and highlighting the significance of insurance as a risk-management tool.
Themed around the concept of “Know more, protect yourself more”, the campaign features engaging yet informative content that emphasises the importance of being well-informed when selecting health insurance, especially in the context of rapidly rising healthcare costs.
The campaign also comes with an education campaign slogan, “You need to know”, strategically incorporating “Cigna”, which rhymes with the Chinese pronunciation of “Cig” and “na”, into all messages, enabling brand recall and encourage customers to proactively learn about health insurance, specifically, Cigna’s insurance products to protect their interests. “
This ‘living’ campaign is a bold move from Cigna Healthcare Hong Kong, to proactively respond to market sentiment, acknowledging that health insurance is complex, and can cause customer misinformation and frustration if customers do not have adequate knowledge,” said Cigna’s spokesperson, reported Marketing-Interactive.